Unexpected returnees in the shopping streets of Vienna – Diepresse.com
Some fashion chains and the book trade come back: where luxury shops thrive and discounts penetrate into the top locations.
The new flagship store from Yves St. Laurent Am Graben 17 in Vienna. A few meters further, the even newer business of Dior In the corner house of the Golden Quarter with a lot of white and art. The retail temples were designed by well-known designers: At St. Laurent, the in-house creative director Anthony Vaccarello rely on rough walls, noble marble expires, black mirror walls and concrete pillars. Star architect Peter Marino chose parquet for the Wiener Dior Location Versailles, rely on Cabochon stones with their polished surfaces-and a lot of white: The white busts on their white pedestals around the three floors wear white patterns-a reluctance, the paintings by John McAllister or Maysha Mohamedi and photo prints on Spiegeln from Marc Swanson particularly come into play.
The two temples underpin: The luxury business in the « Golden U » of the first district is still running. In the shopping streets of Vienna, the well -known are also returning, as the stationary book trade: « We have just conveyed a property on Mariahilfer Straße to Morawa, which will open a location with three floors there in the summer, » reports Franziska Patay, senior consultant for retail property at EHL.
Fashion comes back into fashion
In addition, certain fashion chains spread more again: HM At 2000 m2 In Mariahilfer Straße or & other Stories with a new shop in Neubaugasse, « C&A has also rented over 2000 square meters there, » said Patay. The inpatient fashion sector seems to feel slight upward again after a doldrum. « A year ago you could see this development in luxury concepts, now it is also the other brands that want an inpatient shop, of course with Click & Collect option. »
Also in the upswing: The discount: « The high inflation rates paired with economic uncertainties have given the non-food discounts high in recent years, » says the retail report 2025 of CBRE. « In 2024, 18 retailers completed their market entry in Austria, as many as in the previous year. Almost two thirds of the admission were recorded in Vienna, most of the middle price fashion segment. » In 2024, more new things were able to assert themselves: only three concepts failed, but in 2023 twelve retailers had to leave the market.
Discounters lay down higher offers
The choice of location has also changed in the discounters: to find earlier in B and C layers, they are now in one place. « These providers now value good layers and perform aggressively by laying higher offers than others, » says Patay. Which should not always be lucrative, but above all to strengthen the brand. An obstacle: Not all landlords want discounts in their houses and rent to other brands – sometimes at lower prices. « Others, on the other hand, want a discount. This is really dependent on the owners, like so much in the retail area. »
Current rental prices
Am Graben and Kohlmarkt The prices rose by 2.8 percent on top rents of 370 euros per m2 per month on the Kärntner Strasse they are stable with 200 euros. On the Mariahilfer Strasse Time rents of 140 euros are paid – a decline of 6.7 %, which according to CBRE is primarily due to the ongoing construction sites such as the Lamarr.
A question of the concept
The industries, which are currently stumbling in stationary trade, include furniture and shoes. Whereby the respective concept also matters here. While large brands such as Salamander had to lock up, the Docartens-Store on Mariahilfer Strasse, opened in autumn, is booming and is one of the most successful locations in the brand in Europe. With new projects such as Morawa, great emphasis is also placed on the concept: here not only books are to be sold on three floors, but also lounge areas should be created where you can read, meet friends and drink a coffee.
